Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Energy Drinks in Mexico

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Executive Summary

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PROSPECTS

Sales of energy drinks are driven by young consumers

In 2017, sales of energy drinks remain very dynamic driven mostly by young consumers who find them suitable for their busy lifestyles. By trying to fit an increasing number of activities into a day, longer working hours or commuting times, consumers find energy drinks that might give them a boost, and are attractive and functional.

Being a highly taxed category remains a challenge

Over the review period, energy drinks were highly taxed, paying a 25% special tax, plus an additional 8% tax implemented in 2014, for those products sweetened with sugar. The latter has forced companies to increase their prices, becoming a high-priced category when compared to other types of soft drinks.

Fierce competition from other categories restricts growth

Energy drinks faces a complex competitive landscape as there are other products that might be perceived as alternatives to the category. They compete with sports drinks by targeting young and active consumers, with coffee and RTD coffee by offering a source of energy, as well as carbonates that provide some energy at a much lower price point.

COMPETITIVE LANDSCAPE

Monster Energy and Red Bull remain the leaders

In 2017, Monster Energy (Comercializadora Eloro) was the leading brand of energy drinks. This brand benefits from significant marketing and promotional activities and a well-developed distribution network that enables the wide availability of this brand throughout the country.

Vive 100 maintains its dynamic growth

Over the review period, the brand Vive 100 (Qualamex) noticeably increased its share, contributing to the overall growth of energy drinks. While many regular consumers of energy drinks are not very price-sensitive, and view the benefits as outweighing the price, economy options have opened the category up to a wider base of consumers.

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